Ashwani File

A Study on Retailer Satisfaction and opening new Vodafone retail outlets
A Summer Project Report On The study of Retailer Satisfaction and Opening new Vodafone retail outlets
Under the guidance Of
Mr. Neeraj Singh Marketing Head Bihar and Jharkhand Circle Vodafone Essar Submitted by
Ashwani Kumar Pathak
Xavier Institute of Social Service Department of Marketing Session 2010-12 Ranchi-834001, Jharkhand
Xavier Institute of Social Service, Ranchi
DECLARATION
I hereby declare that this project on STUDY OF RETAILER SATISFACTION AND OPENINIG NEW VODAFONE RETAIL OUTLETS has been prepared by me during the year 2010-12 as a partial fulfillment of PGDM with specialization in Marketing from Xavier Institute of Social Service Ranchi. This project report has not been submitted to any other university or institution for award of any degree or diploma so far.
Ashwani Kumar Pathak
Date
TABLE OF CONTENTS
CERTIFICATE............1 DECLARATION ............................................................................................................................................... 2 LIST OF FIGURES ............................................................................................................................................ 5 LIST OF TABLES .............................................................................................................................................. 7 ACKNOWLEDGEMENT ................................................................................................................................... 8 EXECUTIVE SUMMARY .................................................................................................................................. 9 Chapter 1: Telecom Sector in India [1] ......................................................................................................... 13 1.1: A Brief on Telecom Sector in India ..................................................................................... 13 1.2: Introduction of the telephone ............................................................................................ 13 1.3: Chronicles of Telecom Sector in India................................................................................. 14 1.4: Modern growth .................................................................................................................. 15 1.5: Introduction of Telecom Regulatory Authority of India (TRAI) [2] ...................................... 15 1.5.1: Responsibilities ................................................................................................................ 16 Chapter 2: Company Profile ........................................................................................................................ 18 2.1: Company Background ......................................................................................................... 18 2.1.1: Vodafone Group Plc. [3] ............................................................................................... 18 2.1.2: VODAFONE IN INDIA .................................................................................................... 18 2.1.3: Vodafone acquires Essar's Stake.................................................................................. 21 2.2: Current Operations [4] ......................................................................................................... 22 2.3: Brand and Distribution........................................................................................................ 26 2.4: DISTRIBUTION AND CHANNEL OF SALES AT VODAFONE .................................................... 27 2.5 Managerial Problem............................................................................................................. 28 2.5.1: Enhancement of Retailers Satisfaction in Vodafone ................................................... 28 2.5.2: Objective of Opening new Vodafone retail outlets. .................................................... 28 2.6: Research Problem ............................................................................................................... 28 2.7: Research Objective ............................................................................................................. 31 2.8: Research Methodology ....................................................................................................... 31 2.8.1: Research Design ........................................................................................................... 31 2.8.2: Population .................................................................................................................... 32 2.8.3: Primary Data ................................................................................................................ 32

2.8.4: Secondary Data ............................................................................................................ 32 2.8.5: Sampling Method......................................................................................................... 32 2.8.6: Sample Size .................................................................................................................. 33 2.8.7: Statistical Tools ............................................................................................................ 33 2.9: Details of the questionnaire ............................................................................................... 33 2.10: Plan for Data collection..................................................................................................... 35 2.10.1: Data Collection Retailers Satisfaction .................................................................... 36 2.10.2: Data Collection: Opening new Vodafone retail shops ............................................... 38 2.11: Plan for Data Analysis ....................................................................................................... 38 2.11.1: Data Analysis - Retailers Satisfaction ........................................................................ 38 2.11.2: Data Analysis New Vodafone retail shops .............................................................. 39 Chapter3: ANALYSIS OF DATA ..................................................................................................................... 40 3.1: Counter Share Analysis (SIM-CARD-CARD ACTIVATION) .................................................... 40 3.2: Counter share In terms of Recharge ................................................................................ 63 3.3: Availability of fast moving vouchers i.e10, 15, 30 & 44 ................................................. 65 3.4: Signage availability.............................................................................................................. 67 3.5: Report on newly opened Vodafone retail counter and prospects. .................................... 69 3.5.1: VODAFONE SUMMARISED REPORT RANCHI ZONE ................................................... 69 3.5.2: VODAFONE SUMMARISED REPORT JAMSHEDPUR ZONE ......................................... 71 3.5.3: VODAFONE SUMMARISED REPORT PATNA ZONE .................................................... 73 Chapter 4: Conclusion ................................................................................................................................. 75 Chapter 5: Recommendations to Vodafone ............................................................................................... 77 Chapter 6: Limitations of the study: ........................................................................................................... 79 Bibliography ................................................................................................................................................ 80 Annexures ................................................................................................................................................... 81 Annexure A: Questionnaire Sample ........................................................................................ 81 Annexure B: Detailed Calculations .......................................................................................... 82 Annexure C: Newspaper article regarding Vodafones MNP additions .................................. 83
LIST OF FIGURES
Figure 2.4.(i) : Distribution Channel of Vodafone.27 Figure 3.1.(i) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Lalpur, Dangra Toli and Circular Road....41 Figure 3.1.(ii) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Ashok Nagar, Kadru & Argora42 Figure 3.1.(iii) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Karam Toli & Bariatu..44 Figure 3.1.(iv) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Booty More, Dipa Toli46 Figure 3.1.(v) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Irba and Ormanjhi.47 Figure 3.1.(vi) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Kanke& Gandhi Nagar..48 Figure 3.1.(vii) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Morabadi...50 Figure 3.1.(viii) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Kokar..51
Figure 3.1.(ix) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Main Road..52
Figure 3.1.(x) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Jagannathopur, Nagri & Nayasarai54 Figure 3.1.(xi) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Dhurwa Sec -1 & 255 Figure 3.1.(xii) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in HB Road56 Figure 3.1.(xiii) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Birsa Chowk, Latma& Singhmore..57 Figure 3.1.(xiv) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Hatia Chowk, Tupudana& Satranji58
A Study on Retailer Satisfaction and opening new Vodafone retail outlets Figure 3.1.(xv) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Pathalkudwa & Kanta Toli..59 Figure 3.1.(xvi) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Ratu Road, Pandra & Piska More60 Figure 3.1.(xvii) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Namkum, Tatisilwai & Lowadih..62 Fig 3.4(i): Availability of Signage68 Fig 3.5.(i): Chart Showing Vodafone Summarized report: Ranchi Zone 69 Fig 3.5.(ii): Chart Showing Vodafone Summarized Report: Jamshedpur
Zone..71 Fig 3.5.(iii): Chart Showing Vodafone Summarized Report: Patna
Zone..73
LIST OF TABLES
Table3.1.(i): Lalpur, Dangra Toli & Circular Road status of Sim-card Activation.41 Table3.1.(ii): Ashok Nagar, Kadru & Argora status of Sim-card activation.42 Table3.1.(iii): Karam Toli & Bariatu status of Sim-card activation.44 Table3.1.(iv): Booty More& Dipa Toli status of Sim-card activation46 Table3.1.(v): Irba& Ormanjhi status of Sim-card-card activation.47 Table3.1.(vi): Kanke& Gandhi Nagar status of Sim-card activation.48 Table3.1.(vii): Morabadi status of Sim-card activation.50 Table3.1.(viii): Kokar status of Sim-card activation.51 Table3.1.(ix): Main Road status of Sim-card activation52 Table3.1.(x): Jagannathpur, Nagri& Nayasarai status of Sim-card activation54 Table3.1.(xi): Dhurwa Sec -1 & 2 status of Sim-card activation..55 Table3.1.(xii): HB Road status of Sim-card activation56 Table3.1.(xiii): Birsa Chowk, Latma & Singhmore status of Sim-card activation57 Table3.1.(xiv): Hatia Chowk, Tupudana & Satranji status of Sim-card activation..58 Table3.1.(xv): Pathalkudwa & Kanta Toli status of Sim-card activation59 Table3.1.(xvi): Ratu Road, Pandra & Piska More status of Sim-card activation..60 Table3.1.(xvii): Namkum, Tatisilwai & Lowadih status of Sim-card activation.62 Table 3.3.(i). Availability of fast moving vouchers i.e`10, `15, `30 & `44.65 Table3.4.(i): Availability of signage at different locations in Ranchi67 Table 3.5.(i): Vodafone Summarized report: Ranchi Zone.69 Table 3.5.(ii): Vodafone Summarized report: Jamshedpur Zone .71 Table 3.5.(iii): Vodafone Summarized Report: Patna Zone..73
ACKNOWLEDGEMENT
It is my pleasure to extend a very deep gratitude to Prof. Amar E.Tigga, Faculty Guide, Xavier Institute of Social Service, Ranchi, for the help, cooperation and guidance received from him throughout the tenure of this Summer Internship Project. I would also like to thank Mr. Neeraj Singh, Marketing Head of Bihar and Jharkhand, for being the project guide and giving us an opportunity to do the Summer Internship in his esteemed organization, Vodafone Essar. I am deeply indebted to Mr. Santanu Banerjee, Zonal Business Manager of Vodafone Essar, Ranchi for his guidance. I am also hearty grateful to Mr. Sandeep, Area Sales Manager of Vodafone Essar Ranchi , Mr. Soumen, Area Sales Manager Jamshedpur and Mr. R.K.Singh and Mr. Hemant Area Sales manager, Patna to provide the right kind of training and information to make the internship program successful. I would also like to show a deep gratitude to all the concerned Relationship Manager, Vodafone Distributor and Distributor Sales Executive for their consistent support throughout the project in Ranchi, Jamshedpur and Patna respectively.
EXECUTIVE SUMMARY
The development of the telecom sector has experienced a major process of transformation in terms of its growth, technological content and market structure in the last decade. The study aims to analyze that with the increase in competition in the telecom service, higher levels of Retailer satisfaction are achieved or not and if not what are the reason behind the retailers dissatisfaction. The study also includes opening new Vodafone retail counter at any potential location in Ranchi, Jamshedpur and Patna respectively. As competition in telecom sector is increasing day by day and all operators are in a run to increase their subscriber base, at times they tend to ignore the satisfaction level of the Retailers, who play a key role in delivering the end service to the customers. The operators in order to lure customer, comes out with attractive customer schemes but in spite of increase in their subscriber base and revenue, sometimes Retailers satisfaction and profitability gets neglected. So this study is an attempt to know the Retailers issues, preferences and their level of satisfaction in Ranchi, Jamshedpur, and Patna. The study deals with the Retailer behavior and their expectations from Vodafone and how it can be effectively managed. At the same time this study also involves increasing Vodafone retailers base at any potential location in Ranchi, Jamshedpur and Patna. These days there is a throat cut competition among different telecom operators who in order to add more subscriber base to the existing figures come up with attractive customer schemes and virtually there is a tug of war among operators to capture greater market share. But in this fierce competitive war to get more subscriber base, the Retailers play a vital role in the complete chain of sales and they are the one who influence customers on behalf of the service provider. So for Vodafone it is imperative to open new Vodafone retail outlets at any potential location to cater their rising customer base.
A Study on Retailer Satisfaction and opening new Vodafone retail outlets Key observations & findings: Retailers play a crucial role in delivering end services to the consumers. DSEs are the key links and responsible for the smooth functioning of the whole process of selling Vodafone product and services. An able and efficient DSE sales force should be deployed by the distributor, appointed by the company in different areas. The performance of Vodafone has been judged in terms of its counter share in 3 zones Ranchi, Jamshedpur and Patna. The counter share was calculated taken into consideration: o Total Sim-activation of Vodafone and other operators o Total recharge made by the retailers with regard to Vodafone and other operators Ranchi In Ranchi, the project was merely for a period of 16 days. The study was focused in key areas mentioned below: o Counter share Sim-activation, recharge o Tracking the availability of the fast moving recharge vouchers i.e.Rs.10,
Rs.15, Rs.30 & Rs.44.
o Availability of Signages o Identification of Retailers issues. o Opening new Vodafone retail outlets
10
A total of 203 retailers were interviewed and their views were taken into account while determining the retailer satisfaction.
Vodafone is 2nd in Ranchi in terms of counter share as it has nearly 20%-25% counter share, with regard to Sim-activation. As per the report:
o o
Vodafone 4046 units Other Telecom Players 15285 units
Performance of Vodafone in Ranchi in terms of Sim-activation is healthy in areas like Kanke, Gandhinagar (31%), Jagannathpur, Nagri, Nayasarai (56%), Main Road (38%), Karam Toli, Bariatu (28%).
Whereas in areas like Kanta Toli (11%), Dhurwa (10%), Ashok Nagar, Kadru, Argora (14%), Irba, Ormanjhi (13%), Vodafone needs to work on the issues in order to improve its business.
In terms of recharge, Vodafones counter share is 20%

o o
Vodafone - 5110500 Other Telecom Players 20858000
Out of 203 retailers, 105 were provided with adequate signage, while the remaining 98 were struggling to have adequate signages.
Out of 159 retailers, 15 were converted into Vodafone retailers, whereas the remaining 144 were the prospects.
11
Jamshedpur The study was carried out for a period of 6 days, with the prime focus on opening new Vodafone retail outlets. Vodafone is 2nd in Jamshedpur due to unavailability of land for tower installation, so the market is dominated by Tata DOCOMO, Tata INDICOM and Virgin Mobiles as per the conversation with the Mr. Soumen, ASM, Jamshedpur Zone. Out of 29 retailers, 14 were converted into Vodafone retailers, whereas the remaining 15 were the prospects Patna The study was carried out for a period of 13 days, with the prime focus on opening new Vodafone retail outlets In Patna, Reliance Telecommunications is the market leader in terms of counter share, followed by Vodafone. Patna is a big market with the maximum potential for the market development as gaps were identified at various locations and we opened 28 retail outlets in Patna, out of 69 prospective retailers.
12
Chapter 1: Telecom Sector in India [1]

1.1: A Brief on Telecom Sector in India
The Indian telecommunication industry is the world's fastest growing industry with 826.93 million mobile phone subscribers as of April 2011. It is also the second largest telecommunication network in the world in terms of number of wireless connections after China. As the fastest growing telecommunications industry in the world, it is projected that India will have 1.159 billion mobile subscribers by 2013. Furthermore, projections by several leading global consultancies indicate that the total number of subscribers in India will exceed the total subscriber count in the China by 2013. The industry is expected to reach a size of 344,921 cr. by 2012 at a growth rate of over 26 per cent, and generate employment opportunities for about 10 million people during the same period. According to analysts, the sector would create direct employment for 2.8 million people and for 7 million indirectly. In 2008-09 the overall telecom equipments revenue in India stood at 136,833 cr. during the fiscal, as against 115,382 cr. a year before.
1.2: Introduction of the telephone

In 1880, two telephone companies namely The Oriental Telephone Company Ltd. and The Anglo-Indian Telephone Company Ltd. approached the Government of India to establish telephone exchanges in India. The permission was refused on the grounds that the establishment of telephones was a Government monopoly and that the Government itself would undertake the work. In 1881, the Government later reversed its earlier decision and a license was granted to the Oriental Telephone Company Limited of England for opening telephone exchanges at Calcutta, Bombay, Madras and Ahmedabad and the first formal telephone service was established in the country. On the 28th January 1882, Major E. Baring, Member of the Governor General of India's Council declared open the Telephone Exchanges in Calcutta, Bombay and Madras. The
13
A Study on Retailer Satisfaction and opening new Vodafone retail outlets exchange in Calcutta named the "Central Exchange was opened at third floor of the building at 7, Council House Street, with a total of 93 subscribers. Later that year, Bombay also witnessed the opening of a telephone exchange.
1.3: Chronicles of Telecom Sector in India.

1902 - First wireless telegraph station established between Sagar Islands and Sandheads. 1907 - First Central Battery of telephones introduced in Kanpur. 1913-1914 - First Automatic Exchange installed in Shimla. 1927 - Radio-telegraph system between the UK and India, with Imperial Wireless Chain beam stations at Khadki and Daund. Inaugurated by Lord Irwin on 23 July by exchanging greetings with King George V. 1933 - Radiotelephone system inaugurated between the UK and India. 1953 - 12 channel carrier system introduced. 1960 - First subscriber trunk dialing route commissioned between Lucknow and Kanpur. 1975 - First PCM system commissioned between Mumbai City and Andheri telephone exchanges. 1976 - First digital microwave junction introduced. 1979 - First optical fibre system for local junction commissioned at Pune. 1980 - First satellite earth station for domestic communications established at Secunderabad, A.P.. 1983 - First analog Stores Program Control exchange for trunk lines commissioned at Mumbai. 1984 - C-DOT established for indigenous development and production of digital exchanges. 1995 - First mobile telephone service started on non-commercial basis on 15 August 1995 in Delhi.
14
1.4: Modern growth

A large population, low telephony penetration levels, and a rise in conSim-carder spending power have helped make India the fastest-growing telecom market in the world. The market's first operator was the state-owned Bharat Sanchar Nigam Limited (BSNL), created by corporatization of the Indian Telecommunication Service, a government unit formerly responsible for provision of telephony services. Subsequently, after the telecommunication policies were revised to allow private operators, companies such as Bharti Airtel, Reliance Communications, Tata Indicom, Idea Cellular, Aircel and Mobile have entered the market (Bharti Airtel currently being the largest telecom company in India). In the fiscal year 2008-09, rural India outpaced urban India in mobile growth rate. The total number of telephones in the country stands at 861.48 million, while the overall tele-density has increased to 72.08% as of April 30th, 2011. Mobile telephony experiences growths at rates such as 15.34 million subscribers a month, which were added in April 2011.
1.5: Introduction of Telecom Regulatory Authority of India (TRAI) [2]

The Telecom Regulatory Authority of India (TRAI), is the independent regulator established in 1997 by the Government of India to regulate the telecommunications business in India.
15
1.5.1: Responsibilities
As contained in the Indian Telegraph Act, 1885, the functions of the Authority shall be to: 1. make recommendations, on a request from the licensor, on the following matters, namely: i. ii. iii. need and timing for introduction of new service provider; terms and conditions of license to a service provider; revocation of license for non-compliance for terms and conditions of license: iv. Measures to facilitate competition and promote efficiency in the operation of telecommunication services so as to facilitate growth in such services. v. Technological improvements in the services provided by the service providers. vi. Type of equipment to be used by the service providers after inspection of equipment used in the network. vii. measures for the development of telecommunication technology and any other matter relatable to telecommunication industry in general; viii. efficient management of available spectrum;
2. Discharge the following functions, namely: i. ii. ensure compliance of terms and conditions of license; notwithstanding anything contained in the terms and conditions of the license granted before the commencement of the Telecom Regulatory Authority (Amendment) Ordinance,2000, fix the terms and conditions of inter-connectivity between the service providers; iii. Ensure technical compatibility and effective inter-connection between different service providers. iv. regulate arrangement amongst service providers of sharing their revenue
16
A Study on Retailer Satisfaction and opening new Vodafone retail outlets derived from providing telecommunication services; v. lay down the standards of quality of service to be provided by the service providers and ensure the quality of service and conduct the periodical survey of such service provided by the service providers so as to protect interest of the conSim-carders of telecommunication services; vi. lay down and ensure the time period for providing local and long distance circuits of telecommunication between different service providers; vii. maintain register of interconnect agreements and of all such other matters as may be provided in the regulations; viii. ensure effective compliance of universal service obligations:
3. Levy fees and other charges at such rates and in respect of such services as may be determined by regulations.
17
Chapter 2: Company Profile

2.1: Company Background
2.1.1: Vodafone Group Plc. [3] Vodafone Group plc is a global telecommunications company headquartered in London, United Kingdom. It is the world's largest mobile telecommunications company measured by revenues and the world's second-largest measured by subscribers (behind China Mobile), with around 341 million proportionate subscribers as of November 2010. It operates networks in over 30 countries and has partner networks in over 40 additional countries. It owns 45% of Verizon Wireless, the largest mobile telecommunications company in the United States measured by subscribers. The name Vodafone comes from voice data fone, chosen by the company to "reflect the provision of voice and data services over mobile phones". 2.1.2: VODAFONE IN INDIA Vodafone Essar, commonly referred to as Vodafone, is a cellular operator in India that covers 23 telecom circles in India. It was formerly known as Hutchison Essar. It is based in Mumbai. Vodafone Essar is the Indian subsidiary of Vodafone Group. Formerly, 33% share in the firm was owned by Essar Group. Vodafone Group bought out the 33% stake of Essar Group for $5 billion to become the sole owner of the firm. It is the second largest mobile phone operator in terms of revenue behind Bharti Airtel, and third largest in terms of customers. Vodafone had about 134.5 million customers as of February 2011. On February 11, 2007, Vodafone agreed to acquire the controlling interest of 67% held by Li Ka Shing Holdings in Hutch-Essar for US$11.1 billion, pipping Reliance Communications, Hinduja Group, and Essar Group, which is the owner of the remaining 33%. The whole company was valued at USD 18.8 billion.[5] The transaction closed on
18
A Study on Retailer Satisfaction and opening new Vodafone retail outlets May 8, 2007. Despite the official name being Vodafone Essar, its products are Simcardply branded Vodafone. In 1992, Hutchison Whampoa and its Indian business partner Max Group, established a company that in 1994 was awarded a license to provide mobile telecommunications services in Bombay (now Mumbai) and launched commercial services as Hutchison Max in November 1995. In Delhi, Uttar Pradesh (East), Rajasthan and Haryana, Essar Group was the major partner. But later Hutch took the majority stake. By the time of Hutchison Telecom's Initial Public Offering in 2004, Hutchison Whampoa had acquired interests in six mobile telecommunications operators providing service in 13 of India's 23 license areas and following the completion of the acquisition of BPL Mobile that number increased to 16. In 2006, it announced the acquisition of a company (Essar Spacetel A subsidiary of Essar Group) that held license applications for the seven remaining license areas. Initially, the company grew its business in the largest wireless markets in India in cities like Mumbai, Delhi and Kolkata. In these densely populated urban areas it was able to establish a robust network, well-known brand and large distribution network all vital to long-term success in India. Then it also targeted business users and high-end post-paid customers which helped Hutchison Essar to consistently generate a higher Average Revenue Per User (ARPU) than its competitors. By adopting this focused growth plan, it was able to establish leading positions in India's largest markets providing the resources to expand its footprint nationwide. In February 2007, Hutchison Telecom announced that it had entered into a binding agreement with a subsidiary of Vodafone Group Plc to sell its 67% direct and indirect equity and loan interests in Hutchison Essar Limited for a total cash consideration (before costs, expenses and interests) of approximately $11.1 billion.
19
A Study on Retailer Satisfaction and opening new Vodafone retail outlets Hutch was often praised for its award winning advertisements which all follow a clean, minimalist look. A recurrent theme is that its message Hello stands out visibly though it uses only white letters on red background. Another successful ad campaign in 2003 featured a pug named Cheeka following a boy around in unlikely places, with the tagline, wherever you go, our network follows. The Sim-cardple yet powerful advertisement campaigns won it many admirers. Ads featuring the pug were continued by Vodafone even after rebranding. Timeline 1992: Hutchison Whampoa and Max Group establish Hutchison Max. 2000: Acquisition of Delhi operations and entry into Calcutta (now Kolkata) and Gujarat markets through Essar acquisition 2001: Won auction for licenses to operate GSM services in Karnataka, Andhra Pradesh and Chennai. 2003: Acquired AirCel Digilink (ADIL ESSAR Subsidiary) which operated in Rajasthan, Uttar Pradesh East and Haryana telecom circles and rebranded it 'Hutch'. 2004: Launched in three additional telecom circles of India namely Punjab, Uttar Pradesh (West) and West Bengal. 2005: Acquired BPL Mobile operations in 3 circles. This left BPL with operations only in Mumbai, where it still operates under the brand 'Loop Mobile'. 2007: Vodafone acquires a 67% stake in Hutchison Essar for $10.7 billion. The company is renamed Vodafone Essar. 'Hutch' is rebranded to 'Vodafone'. 2008: Vodafone acquires the licenses in remaining 7 circles and has starts its pending operations in Madhya Pradesh circle, as well as in Orissa, Assam, North East and Bihar.
20
A Study on Retailer Satisfaction and opening new Vodafone retail outlets 2.1.3: Vodafone acquires Essar's Stake On March 31, 2011, Vodafone Group Plc announced that it would buy an additional 33% stake in its Indian joint venture for $5 billion after partner Essar Group exercised an option to sell the holding in the mobile-phone operator. The deal will raise Vodafones stake to 75%. Essar will exit the company after it implemented a put option over 22% of the venture. Vodafone exercised its call option to buy an 11% stake. In 2007, Vodafone granted options to Essar that would enable the conglomerate to sell its entire stake for $5bn, or to dispose of part of the 33 per cent shareholding at an independently appraised fair market value. In January 2011, Vodafone objected to Essars plans to place part of its 33% stake in India Securities, a small public company. Vodafone feared the move would give an inflated market value to Vodafone Essar. It had approached the market regulator SEBI and also filed a petition in the Madras High Court. The final shareholding pattern post this deal was not provided by the company as it was not clear whether Vodafone's stake would exceed the 74 per cent FDI limit. Indian laws don't allow foreign companies to own more than 74% in a local mobile-phone operator. Vodafone has assured it will comply with local rules. Vodafone will have to sell that 1% to some Indian entity, or theyll have to consider an initial pub lic offering. Vodafone also said that final settlement is anticipated to be completed by November 2011. The completion of the deal would be subject to meeting certain conditions which include Reserve Bank of India's permission as well as valuation of the deal.
21
2.2: Current Operations [4]

VODAFONE PRODUCTS AND SERVICES
Vodafone offers a wide range of products and services including voice, messaging, data and fixed line solutions and devices to assist customers in meeting their total communications needs. Handsets The wide range of handsets covers all our customer segments and price points and is available in a variety of designs. 66 new models released in the 2010 financial year. 23 exclusive handsets launched.
Smartphones A handset offering advanced capabilities including access to email and the internet. 24% of handset sales in Europe. All leading brands represented including iPhone in 14 countries.
Comprehensive smartphone range, including the iPhone, BlackBerry Bold and

Samsung H1. Launched two tailor-made Vodafone 360 handsets: Samsung H1 and Samsung M1.
22
A Study on Retailer Satisfaction and opening new Vodafone retail outlets Vodafone branded handsets Enabling millions of people in emerging markets to share the benefits of mobile technology. Prices start from less than US$15. 16 new models released under our own brand. Low cost combined with high-end features, such as touch screen and mobile internet capability. Voice & messaging services Provide value focused pricing through unlimited bundles of voice and text services. Voice services incorporate revenue for national, international and roaming calls. SMS services include text messages as well as multiple media, such as pictures, music, sound, video and text. The core functionality and use of handsets continues to be voice and text messaging services. Many different tariffs and propositions are available, targeted at different customer segments, and include a range of unlimited usage offers which have been particularly appealing to customers. With sophisticated handsets becoming readily available, customers are increasingly using their mobile phones to complement their lives in new and innovative ways. Data usage continues to grow rapidly fuelled by large numbers of intuitive internet enabled devices (smartphones), many with touch screens such as the iPhone and BlackBerry Storm, and transparent pricing available through our internet on your mobile unlimited browsing tariff. Instant messaging is available with Yahoo! and MSN and we offer integrated services
23
A Study on Retailer Satisfaction and opening new Vodafone retail outlets from leading internet brand partners including YouTube, eBay, Google and Google Maps. Our partnership agreements with leading companies, such as RIM, Samsung and Google, have enabled us to be first to market with cutting- edge devices such as the BlackBerry Storm, Samsung H1 and Samsung M1 (our two tailor-made handsets that support our Vodafone 360 proposition) and Google Nexus One. Available in 31 markets including partner markets, Vodafone branded devices are designed to meet a range of customer needs and preferences from low cost phones offering simple voice and text, through fashion and design influenced, to competitively priced mobile internet devices with cutting-edge smartphone functionality including touch screen and mobile internet capability. During the 2010 financial year Vodafone launched its most affordable handset to date, the Vodafone 150, which retails for less than US$15 unsubsidised, giving millions of people in emerging markets the opportunity to share in the benefits of mobile technology for the first time. Data devices

Four netbook models with built-in 3G broadband launched. Peak download speeds of up to 28.8 Mbps. 13m smartphone users in Europe, representing 11% of customers. First to launch a 21 Mbps USB stick in several markets in Europe. It provides a range of data products including PC connectivity, internet services, and applications and roaming.
PC connectivity services, available through Vodafone Mobile Broadband devices and certain handsets, provide mobile internet access for laptop, netbook and PC users.
Vodafone Mobile Broadband provides simple and secure access to the internet and to business customers systems.
24
The first to deploy high speed HSPA services (peak rate of 14.4 Mbps) in selected markets, such as the UK, and HSPA+ (peak rate of 21.6 Mbps and 28.8 Mbps) in selected markets such Ireland, Portugal and Greece.
USB sticks with exclusive designs and simple plug and play software continue to be very popular.
A wide variety of laptop models are available with built in 3G broadband and Vodafone SIM cards.
Internet services enable users to access the internet on their mobile handset. Applications include email services with real time handheld access to email, calendar, address book and other applications.
Data roaming allows customers to use our services on a mobile network when travelling abroad.
Fixed services
Fixed voice and fixed broadband solutions to our customers total communications needs.

Fixed line services available in 13 countries in addition to Gateway. 5.6m fixed broadband customers, up 1m. Vodafone DSL Router launched in six countries. The fixed service incorporates fixed broadband, offered mainly through DSL technology, and fixed line voice, which allows consumer and enterprise customers to make fixed line voice calls using Vodafone as their total communications provider.
The Vodafone DSL Router combines mobile and fixed broadband services. This means customers can connect immediately after purchase via the USB broadband modem and then later with fixed broadband when this has been provisioned. At this stage the USB modem can continue to be used with a laptop for usage outside of the home.
25
During the year, the company launched Vodafone Sure Signal in the UK which, used in conjunction with home fixed broadband, provides customers with excellent indoor 3G coverage.
Vodafone 3G services Vodafone Essar is one of the largest service providers in India has announced 3G Services roll-out in India with the partnership of Nokia Siemens Networks and Ericsson India. In the latest developments Vodafone has given a three-year contract estimated at $500 million, on Wednesday, to the gear manufacturers who are also the companys existing equipment vendors (Nokia Siemens Networks and Ericsson India). This partnership will Vodafone to roll-out its 3G services in its licensed circles in India. The nine licensed circles where Vodafone can provide 3G includes Delhi, Mumbai, Kolkata, Chennai and Tamil Nadu, Maharashtra and Goa, Gujarat, Haryana, Uttar Pradesh (East) and West Bengal which covers most of the Vodafone Indias customer base. With the implementation of the 3G roll out, more than 113.8 million Vodafone users will be able to avail high-end services such as video calling, interactive gaming and highspeed internet on mobile phones by late December
2.3: Brand and Distribution

Vodafones products and services are available directly, via Vodafone stores and country specific Vodafone websites, and indirectly via third party service providers, independent dealers, distributors and Retailers, to both conSim-carder and business customers in the majority of markets under the Vodafone brand.
26
2.4: DISTRIBUTION AND CHANNEL OF SALES AT VODAFONE

Vodafone distribution channel in India normally contributes roughly 85-90 % of total business volumes. The distribution Model comprises basically comprises of three entities1. A distributor who is given a territory to service. 2. A Distributor DSE (Distributor sales executive) who disappointed by the Distributor on payroll basis to service a particular area of his overall territory. 3. A Retailer who is an entity who purchases stock from the distributor and sells it to the end consumer.
VODAFONE
PRIMARY SALES
DISTRIBUTOR
SECONDARY SALES RETAILER TERRITORY SALES CONSIM-CARDER
Figure 2.4.(i) : Distribution Channel of Vodafone
27
2.5 Managerial Problem

2.5.1: Enhancement of Retailers Satisfaction in Vodafone
For telecom operators retailers are key touch points. So, by improving the satisfaction of retailers the Company will be able to increase their customer base to considerably higher extent. The objective of this study is to identify various issues and limitations of the current system and make recommendations to enhance the retailer satisfaction.
2.5.2: Objective of Opening new Vodafone retail outlets.
In an already saturated market, telecommunications companies are facing unprecedented challenges in maintaining their customer base. With new technologies, new entrants, and changing regulations, telecommunications companies require highly efficient and flexible distributions to remain competitive which can be only possible with the help of Retailers. At the same time with the introduction of MNP (Mobile Number Portability) consumers got an option to switch from one operator to another which has also created a big challenge for telecommunication companies to retain their existing customers as well as adding new users to their customer base. According to the data published in Economic Times as on May 24, Vodafone Essar had added 5,91,600 new customer, followed by Idea Cellular 5,90,343 and Bharti Airtel 5,63,460. So it became very important for Vodafone to cater their rising customer base which can be done through opening new Vodafone retail outlets at any potential location.
2.6: Research Problem

The Retailers satisfaction is very important aspect and plays a crucial role in telecom industry. Retailer knows very well the market segmentation, market strategies, customers behavior, customers taste, and customers lifestyle. Many Retailers are smart enough to understand customers needs, wants and demands and per form beyond their expectations. Enhancement of Retailer satisfaction is an important theoretical as well as practical issue for company researchers (James J. Abuja, Clay M. Voorhees). Today, retailers have significant role in the market because the retailer can sell any type Xavier Institute of Social Service, Ranchi
28
A Study on Retailer Satisfaction and opening new Vodafone retail outlets of product of the company to customers by his skills & smartness, and bring more benefits and money for the company. Retailer satisfaction is a major outcome of marketing activity whereby it serves as a link between the various stages of customers buying behavior. For instance, if customers are satisfied with a particular service offering by Retailer, then customers will be delighted to use the companys product again and again. Thus the project Jhaaru will help Vodafone in understa nding the issues raised by their retailers whereby they can take corrective measures to weed out the reasons behind it as well as with the help of this research they will know the market share of Vodafone Sim-cards activation and recharge value in one month which help them to know their close competitors and the availability of fast moving recharge coupons (44,30,15,10) and POP(point of purchase) materials such as posters, signboards, etc, which will help them to ensure adequate availability of it. These are the major 7 factors, which are effecting retailer satisfaction as follows: 1. Understanding retailer schemes & customer schemes. It means the schemes which are provided by the company to the customers and retailers should be understandable.
2. Back end support (After sales service like CAF pick up, Un-barring, replacement & Activation of new Sim-cards). Back end support of the company means, services given by the company to the retailers to carry customer application form (CAF), Sim-card barring problem, replacement of Sim-card.
3. Replacement of damaged Sim-card/ recharge & reversible facility in case of wrong recharge is done. The problem faced by the retailers for replacement of damaged Simcards, and money refund on wrong recharge, if it happened.
4. Call center (Retailer help line). Call center represents the help line of the retailers, only by which they can easily solve their problems regarding schemes, and claims.
29
A Study on Retailer Satisfaction and opening new Vodafone retail outlets 5. Commitment fulfillment with respect to schemes. Commitment fulfillment refers to the commission of retailers which are provided by the company for the particular schemes, recharge coupons.
6. Claim settlement & transparency (details of amount credited) from distributors &company. This factor refers to the detailing of the certain commission at the end of the particular time period, which helps to know the criteria of the commission by the company for the particular schemes, Sim-card card activation, recharge coupons. 7. Irregular visit of DSE (Distributor Sales Executive). This factor refers to the problem of infrequent visits of DSEs at retailers counter whereby a retailer can get just in time stock balance for recharging customers account as well as it will also ensure the availability of fast moving recharge coupons (paper coupons) at retailers counter.
Vodafone Essar is one of the topmost companies in the telecom sector in India and is well known for the best quality of products and services offered to its customers and this is the reason that the customer base of the company Vodafone Essar Limited has been increasing at a very rapid pace. The company Vodafone Essar has its operations in 16
telecom circles of the country, which covers around 86% of the customer mobile base in India.
Vodafone Essar has seen its subscriber base in Bihar and Jharkhand reach 5 million and still there is growth potential in the market like Bihar and Jharkhand which is untapped. So the project Dukaan will help to open new Vodafone retail outlets at different location in Jharkhand and Bihar which will ultimately leapfrog the organization on growth trajectory in terms of revenue as well as in terms of reach to the customers. In state like Bihar and Jharkhand there is still some market place exist where gap can be easily identified. Therefore Vodafone Essar has been consistently increasing its retail counters at any potential location in Bihar and Jharkhand.
30
2.7: Research Objective

The specific research objectives of this study were as follows: 1) To find out the satisfaction of Vodafone Retailers. 2) To know the issues raised by the retailers and suggest their solutions. 3) To know the counter share of Vodafone Sim-card activation and recharge value in comparison to other operators. 4) To know the availability of fast moving recharge coupons and POP material (poster, signboards etc) at retail outlets. 5) To open more and more Vodafone retail outlets at any potential location in Jharkhand and Bihar.
2.8: Research Methodology

Type of research Design Population Data type Data collection method Data collection tool Sample Frame Sampling Method Sample Size Exploratory and Descriptive research design Vodafone Retailers in Ranchi Primary and Secondary Survey Questionnaire Ranchi Convenience Sampling Method 203
2.8.1: Research Design Exploratory research design has been used in the first phase in order to identify the parameters to be considered during the study. In the second phase, once the variables were identified, Descriptive research design was adopted to know the extent of association between the variables i.e. how different factors are affecting retailers satisfaction.
31
A Study on Retailer Satisfaction and opening new Vodafone retail outlets 2.8.2: Population Every member of the population from which a sample is to be taken was included. Without some form of sample frame, a random sample of a population, other than an extremely small population, is impossible. 2.8.3: Primary Data Primary research entails the use of immediate data or latest data to analyze the problem. The popular ways to collect primary data consist of surveys, interviews, which show direct relationship between customers and the companies. For this study, structured interview was conducted. Personal interviews were conducted with retailers of Vodafone in Ranchi. In personal interviews, retailers were questioned at their shops. Personal interview is best suited for this study because the emotions of the respondents could be felt. 2.8.4: Secondary Data Data that has already been collected for a different purpose, which can be used by researchers to re-analyze and draw, own conclusions. Both, raw data as well as published summaries can be regarded as secondary data. Secondary data allows researchers to access large amounts of data they might otherwise not be able to obtain, due to limitations of time, budget and reach. Secondary data used in this study was obtained from the same kind of research work done by other Operators. In addition, the website of Vodafone, providing information regarding Vodafone product and services was also used. Newspapers were also used, which provided up-to-date information on key areas of research. 2.8.5: Sampling Method Convenience sampling is a type of non-probabilistic sampling which involves the sample being drawn from that part of the population which is close to hand. That is, selecting a sample population which is readily available and convenient. Therefore sampling technique used for the study was convenience sampling and the area of the research
32
A Study on Retailer Satisfaction and opening new Vodafone retail outlets was concentrated in the city of Ranchi only. Respondents were randomly selected as per the convenience at different locations in Ranchi to assure a representative sample can be collected for data analysis. 2.8.6: Sample Size After due consultation with the company supervisor, I had to find the retailers issues, which are prevalent in one particular location. So taking into consideration the limited time and wide spread of respondents geographically, sample size of 203 was taken into the study. 2.8.7: Statistical Tools In order to analyze the data, descriptive statistics were employed. The frequency distribution and Sim-card percentage analysis has been used as a descriptive statistical tool. The tables included Retailers name, E-Top number, Stock Balance available, Simcard activation and customer recharge in one month, paper coupons available and signages available.
2.9: Details of the questionnaire

Type of the questions: Open-ended questions The questionnaire contains the following questions 1. RM Name: The name of the Relationship Manager of the concerned area, if any complain found in the area the relationship manager can directly be contacted during the survey. 2. MD Name: The name of the main distributor of that area, how the distributor of that area is doing can be understood.
33
A Study on Retailer Satisfaction and opening new Vodafone retail outlets 3. AD Name: The name of the associate distributor who works comes under the main distributor. ADs are located in rural areas and look after the rural market. 4. DSE Name: The name of the distributor sales executive of that area. This enabled the researcher to check the performance of the DSE in respective areas. 5. Retailers Name The name of the retailer is to be filled by the researcher. 6. E-top No.: The retailer is provided with a SIM- card for recharging customer account, which is known as E-top Sim-card. This e-top number was taken into consideration to track the business of the retailer. 7. E-top balance: The balance of the e-top Sim-card at the time of visit reflects whether the retailer has sufficient stock balance or not. 8. Avg. Monthly: SIM-CARD Activation
It provided the information regarding the counter share of Vodafone in comparison to other service providers in terms of Sim-card activation. As it was essential to identify the less business making retailers.
34
A Study on Retailer Satisfaction and opening new Vodafone retail outlets Recharge
It provided the information regarding the counter share of Vodafone in comparison to other service providers in terms of recharge. On the basis of this, the company can evaluate the performance of the retailers and measure the deviations from the target given. It also helped the company to fix targets for the retailers. 9. Recharge Coupon available (Paper Voucher): It provided the information regarding the availability of paper vouchers of denominations Rs.10, Rs.15, Rs.30 & Rs.44. This helped me to check whether the DSE ensured coupons availability at the retailers counter. 10. Signage The questionnaire contained Signage as an element to be studied so as to identify the retailers who have not been provided with the signages. 11. Issues This was the most important element of the questionnaire, as it highlighted the problems faced by the retailers. This was essential for determining the satisfaction of the retailers. Vodafone can accordingly, design strategies to solve these issues.
2.10: Plan for Data collection

Data collection planning is a process to ensure that the data you collected for the survey should be useful and reliable, without being unnecessarily costly and time-consuming to obtain. Data collection planning has a variety of benefits: 1. It helps to ensure that the data gathered contain real information, useful for the analysis as well as for the company.
35
A Study on Retailer Satisfaction and opening new Vodafone retail outlets 2. It prevents errors that commonly occur in the data collection process. 3. It saves time and money that otherwise might be spent on repeated or failed attempts to collect useful data. The project comprised of two elements for which data needed to be collected: Retailers Satisfaction Opening new Vodafone retail shops
2.10.1: Data Collection Retailers Satisfaction
As per the questionnaire provided by the company we were required to find out: 1. Name of the Relationship Manager of the concerned area. 2. Name of the Main Distributor of the concerned area. 3. Name of the Associate Distributor (if required). 4. Name of the Distributor Sales Executive. 5. Name of the Retailer. 6. E-Top Balance. 7. Average Monthly Sim-card activation as compare to other operators. 8. Average Customer recharge as compare to other operators. 9. Recharge Vouchers available (44, 30, 15, 10). 10. Signage available. 11. Retailer issues (any issue). To collect primary data for the company, I was provided with the questionnaire through which I had to collect data from the existing retailers of the Vodafone in Ranchi. It was suggested by the Guide as well as Mentor at Zonal office that I have to conduct the survey throughout Ranchi to find out any issues raised by the retailers. So keeping time as constraint factor in mind, I was assigned different areas to conduct the survey so that I can cover most of the locations where Vodafone retail counters exist and listen to the retailers issues. I randomly selected retailers at different locations.
36
A Study on Retailer Satisfaction and opening new Vodafone retail outlets In the first phase of our interaction, I introduced myself as a representative of Vodafone and requested retailers to spare few minutes so I can probe them and extract the required information. During the interaction with the retailers at their retail counters, the name of the Relationship Manager of the concerned area, DSE name, Main Distributor name and Associate distributor name(if required) were asked . After asking these questions, I moved to the next part of the questionnaire where, the Name of the retail shop of the concerned retailer was asked followed by the respective E-Top number which has been given by the company as well as the stock balance available with them. As per the instruction given, I was also required to find out the average Simcard activation and average recharge done by the retailers in one month as compared to other operator. At the time of collecting this data retailers gave approximate details about the Sim-card activation and recharge done by them in one month. As per the guidelines given by the Zonal Head and the questionnaire, I also had to find out the availability of fast moving paper recharge coupons (44,30,15,and 10) and signage at the retailer counter at the time of survey. The data which was provided by the retailers about the availability of recharge coupons was approximate whereas for the availability of signage, I checked the status by examining the retail shop. At the same, I also asked the retailer whether any signage has been provided by the Merchandiser of the company or not .The most important part of the questionnaire was to gather information about the issues raised by the retailers at any particular retail counter, While collecting this data the retailers were allowed to raise any kind of issues with regard to DSE visit, Sim-card activation, about the service ,Distributor response etc.
37

2.10.2: Data Collection: Opening new Vodafone retail shops
In this segment, I was assigned different locations and was asked to find out the potential gaps in the assigned market. I had to visit several shops, and presented them the proposal of opening of new Vodafone counters, along with the benefits. I had to get the following information: 1. Name of the Retailer 2. Name of the Retail Shop with complete address 3. Landmark, if any 4. Contact number 5. Whether, they had a proper stamp, as per the prescribed format These data was put to use for making the follow-up at a later stage for the conversion purpose.
2.11: Plan for Data Analysis

Data Analysis is the key element to make the research meaningful, useful and understandable. I had to come up with analytical skills so as to add life to the data collected. Data Analysis was carried out in 2 distinct segments: Data Analysis: Retailers Satisfaction Data Analysis: New Vodafone retail shops
2.11.1: Data Analysis - Retailers Satisfaction
I analyzed the data into the following heads: 1. Counter Share of Vodafone: Sim-Card Activation Counter Share % = 2. Counter Share of Vodafone: In terms of Recharge Counter Share % =
38
A Study on Retailer Satisfaction and opening new Vodafone retail outlets 3. Availability of fast moving vouchers i.e`10, `15, `30 & `44 % share of each denomination =
4. Availability of signage at the counters
5. Issues faced by the retailers to evaluate their satisfaction.

2.11.2: Data Analysis New Vodafone retail shops
Here, I categorized the data under 2 heads- PROSPECTS and CONVERSIONS. PROSPECTS include those who are likely to become Vodafone retailers, but they need time due to various reasons. CONVERSIONS include those retailers who have become Vodafone retailer.
39
Chapter3: ANALYSIS OF DATA

3.1: Counter Share Analysis (SIM-CARD-CARD ACTIVATION)
Vodafone Sim-card activation in one month as compared to other operators in Ranchi. Other operators- Airtel, Idea, Reliance CDMA, Reliance GSM, , BSNL, Aircel, TATA CDMA, Virgin Areas covered in Ranchi Zone:
1. Lalpur, Dangra Toli, Circular Rd 2. Ashok Nagar, Kadru, Argora 3. Karam Toli, Bariatu 4. Booty More, Dipa Toli 5. Irba & Ormanjhi 6. Kanke, Chandni Chowk, Gandhi Nagar 7. Morabadi 8. Kokar 9. Main Road 10. Jagannathpur, Nagri, Nayasarai 11. Dhurwa, Sec - III, Sec - II (HEC Area) 12. HB Road 13. Latma, Singhmore, Birsa Chowk, Hawai Nagar 14. Hatia Chowk, Tupudana, Satranji 15. Argora, Hehal, Itki 16. Ratu Rd, Piska Pandra 17. Namkom, Lowadih, Tatisilwai
40
A Study on Retailer Satisfaction and opening new Vodafone retail outlets Lalpur, Dangra Toli & Circular Road
E top No Vodafone Others 8051040874 25 35 9709060171 15 30 9709060224 50 250 9709060183 75 200 9709060252 35 125 20 15 9709161182 9709061210 16 22 8051042458 13 20 9709060214 70 30 8051042681 12 25 Gharana Stores 8051042475 3 2 Sring Bhandar NA NA NA Kinshu Telecom 9570002967 20 15 Soumya.in 8877088437 0 0 Dream Gifts galaxy 9709161192 5 30 Globe Communication 9709060199 6 23 Norsh Men Parlour 9709160947 0 0 Table3.1.(i): Lalpur, Dangra Toli& Circular Road status of Sim-card Activation Name Shiva Enterprises Food Centre Sweety Gen. Stores Shekhar Electronics Harsh Communications Sheetal Agni Ayushi Feelings Ideal Sports
Lalpur, Dangra Toli & Circular Road

Vodafone 27% Vodafone Others Others 73%
Figure 3.1.(i) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Lalpur, Dangra Toli and Circular Road
In the Fig. 3.1.(i), it is observed that share of Vodafone Sim-card activation in one month as compared to others operators is 27 % in Lalpur, Dangra Toli and Circular Rd. area. The pie-chart given above depicts that a big chunk of market is captured by other operators. This is mainly because retailers have some issues i.e.DSEs infrequent visit, and no
41
A Study on Retailer Satisfaction and opening new Vodafone retail outlets signages given which resulted in reduced sale as well as retailers dissatisfaction. Ashok Nagar, Kadru Argora
Name Jai Stores Amanex Telecom Hello centre Ashish Stationary Apex Security and Financial Services S.K.Collection Agarwal Stores Network @ pawan Jyoti Electronics Saheli Singaar Saraswati Mobile Stores Sify Iway E top No 8051042659 8877088535 9709160927 9709160929 7631005204 8877188397 NA 7631017260 9709010130 8051041159 9709161506 Internet Vodafone 6 38 5 4 4 4 3 4 4 10 45 0 Others 100 175 12 15 30 50 28 40 23 35 300 0
Table3.1.(ii): Ashok Nagar, Kadru & Argora status of Sim-card activation
Ashok Nagar, Kadru & Argora

Vodafone 14% Vodafone Others 86% Others
Figure 3.1.(ii) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Ashok Nagar, Kadru & Argora
From the data in Fig 3.1.(ii), it has been observed that the performance of Vodafone in Ashok Nagar, Kadru and Argora area is not up to the mark. In these areas, the main reason behind the backdrop is again DSEs infrequent visit which resulted in delay in Sim-card activation and lack of information regarding new offers with the retailer. From
42
a Retailers point of view, it is always expected that the sales person of a company i.e DSE gives him a daily visit. So from this analysis it can be clearly found out that Retailers are dissatisfied as far visit of DSE is concerned.
43
A Study on Retailer Satisfaction and opening new Vodafone retail outlets Karam Toli & Bariatu
Name New Communication Point Sonu Mobile (9308390578) Raj Electronics R Helpline Smart Zone Communication point Nazar Telecom (9334455969) Mobile Communication (9304165311) Jai Guru Dev Enterprises Sonu Electricals Sky Traders Naseem STD Mahalaxmi Electric & Mobile STD Cabin Sony Shringar Stores Prakash Stores Ganpati STD Vartalaap E top No 9709060330 NA 9709060337 9709060341 9534001405 8051041162 NA NA 8051045204 9709257722 9709001812 9709093129 9709093130 9709093139 8051045209 NA 8051041155 9709060347 Vodafone 80 16 17 35 22 6 8 2 30 12 15 25 15 0 0 5 90 30 Others 130 20 30 60 12 40 18 20 50 25 45 40 20 0 0 16 300 200
Table3.1.(iii): Karam Toli & Bariatu status of Sim-card activation
Karam Toli & Bariatu

Figure 3.1.(iii) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Karam Toli & Bariatu
From the data in Fig 3.1.(iii), it has been analyzed that Vodafone covers 28% of share in Sim-card activation at Karam Toli and Bariatu as compared to others operators. In this Xavier Institute of Social Service, Ranchi
44
A Study on Retailer Satisfaction and opening new Vodafone retail outlets area most of the retailers were satisfied with the DSEs visit and there is no such issue related to DSEs in the whole market of Karam Toli and Bariatu. But still there are some issues from the Merchandiser front i.e. signboards and POP materials not given or not available, which reduced the visibility of Vodafone at retailers, counter and resulted in reduced sales.
45
A Study on Retailer Satisfaction and opening new Vodafone retail outlets Booty More & Dipa Toli
Name E top No Vodafone Others Sri Sai Gen .Stores NA 4 20 M. Prakash 9709060177 10 50 Sejal Electrical 9534001952 10 100 Balaji Mobile Phone 7549096365 30 100 Vikas Gen. Stores 9709060282 5 18 M.R. Shoe centre 7549096368 60 300 Vinod Gen Stores 8051044702 5 25 Uday Electronics 9709093122 15 40 Table3.1.(iv): Booty More & Dipa Toli status of Sim-card activation
Booty More & Dipa Toli
Figure 3.1.(iv) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Booty More, Dipa Toli
From the above analysis it is inferred that share of Vodafone Sim-card activation in Booty More and Dipa Toli 18% (Fig 3.1.(iv) .The reason behind this redu ced sale is DSEs turn up on calls. As far as Vodafone service is concerned retailers were satisfied. So here we can clearly see that higher the visit of sales person, the more satisfied the retailer is.
46
A Study on Retailer Satisfaction and opening new Vodafone retail outlets Irba & Ormanjhi
Name Deepak Communications Mubarak Stores A H Electronics Ayurved Centre Naaz Mobile Falak Studio Guddu Gen Stores Khandelwal Stores Sunil Electronics E top No 957000349 Pending 9709295878 9709093299 Oxygen 9709295872 9709295894 9709295703 9709143223 Vodafone 40 10 12 30 0 25 20 2 2 Others 500 31 40 100 0 100 75 35 40
Table3.1.(v): Irba & Ormanjhi status of Sim-card activation
Irba & Ormanjhi

Vodafone 13%
Vodafone Others Others 87%
Figure 3.1.(v) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Irba and Ormanjhi
From the Fig 3.1.(v), it is easily interpreted that Vodafone share in Sim-card activation is only 13% at Irba & Ormanjhi, which is not satisfactory. The concerned DSE visit in this area is frequent but we observed that because Irba is situated far from the main town so the penetration of Vodafone is comparatively low as compare to other areas of Ranchi.
47
A Study on Retailer Satisfaction and opening new Vodafone retail outlets Kanke& Gandhi Nagar
Name Mobile Network Maurya Cosmetic Telecom World Jaiswal Cycle stores Communication Solution Vijay Stores Suraj Medical Amit Telecom Global Mobile Zone Apurva Xerox Unique Trading (IDEA distributor) Perfect travels & Communication Sahdev Telecom Ranjeet Stores Mobile Corner New Cosmetics Center E top No 7631005701 9709060014 8051040770 9470189544 (personal) 970906034 9709060010 805104253 8051040763 9709060016 9709060017 9431579288 (personal) 9570172699 (personal) 9504106954 8051041458 9709060020 9709060015 Vodafone 10 5 5 125 40 12 1 10 12 45 42 Others 50 20 16 300 70 20 5 18 20 100 89
10 30 25 30 20
45 60 40 45 50
Table3.1.(vi): Kanke& Gandhi Nagar status of Sim-card activation
Kanke & Gandhi Nagar
Vodafone 31% Others 69%
Vodafone Others
Figure 3.1.(vi) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Kanke& Gandhi Nagar
48
Through the data depicted in Fig 3.1.(vi), it has been observed that share of Vodafone Sim activation is comparatively good at Kanke and Gandhinagar area as compare to other areas in Ranchi. The most important reason behind this is Vodafone intense penetration in this market as well as retailers were fully satisfied with the DSE visit. Therefore it can be said that sales frequency has a direct correlation with the satisfaction level of the retailers in terms of DSE visit as well as companys penetration into the market.
49
A Study on Retailer Satisfaction and opening new Vodafone retail outlets Morabadi
Name E top No Vodafone Chun-Chun Shop 7549096330 3 Antu Enterprise 7549096330 15 Vinay Video Home 8877088594 3 M.R.Manjhi PV 0 A.k.Electrical 9709060383 15 Mahalika 9709060381 50 Anupam Stationary 9709060386 6 Link World 9709060380 15 Table3.1.(vii): Morabadi status of Sim-card activation Others 10 35 20 0 60 250 50 250
Morabadi
Vodafone 14%
Figure 3.1.(vii) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Morabadi
As the data given in Fig 3.1.(vii), it is inferred that 14% of the Sim-card activation share is captured by Vodafone as other operator captures 86% which is not a good signal for the company. In this area we have listened to all issues raised by the retailers, which includes DSEs infrequent visit, delay in Sim-card activation, and invalid vouchers taken back but not refunded which ultimately resulted into the retailers dissatisfaction at the same time reduced sales.
50
A Study on Retailer Satisfaction and opening new Vodafone retail outlets Kokar
Name E top No Vodafone D.K.Sales 7549095806 20 Sujai Stores 9709060178 25 Manohar Stores PV NA Suleman Stores 9709060179 8 Shri Hard & Soft Solution 9709295862 10 Telework 9709060194 25 Sri Balaji 9709060297 100 Alka Fancy Stores PV NA Gurudev Medical PV NA Priya Bhandar 9709060191 15 Table3.1.(viii): Kokar status of Sim-card activation Others 40 70 NA 15 50 75 600 NA NA 35
Kokar
Figure 3.1.(viii) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Kokar
As per the data given in Fig 3.1.(viii), it has been observed that Vodafone covers 19% of the market in Sim-card activation as compare to other companys Sim-card activation in the same area. There are some issues exist in the market which includes DSE infrequent visit, Sim-card taken back but not returned by the DSE which lead to retailers dissatisfaction in some part of the area whereas most of the retailers were satisfied with DSEs visit and other aspect.
51
A Study on Retailer Satisfaction and opening new Vodafone retail outlets Main Road
Name Quality Book N.K. Mobile Raj Computers Javed Shoppe Mobile Care Shringar Centre Kajal Watch Bacon Corner Prakash STD Miss Call E top No 9709092908 8051043014 8051043022 970906026 9709161187 9709089419 9709060281 9570003308 9570003313 9709060213 Vodafone 50 2 10 0 20 0 200 0 5 10 Others 150 0 40 0 80 0 35 0 20 150
Table3.1.(ix): Main Road status of Sim-card activation
Main Road
Vodafone 38% Others 62%
Vodafone Others
Figure 3.1.(ix) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Main Road
As per the data gathered and presented in Fig 3.1.(ix), it has been observed that Vodafone captured 38% of the market in terms of Sim-card activation, as other operators captured the remaining part at Mainroad area. It is mainly because, Vodafone
52
A Study on Retailer Satisfaction and opening new Vodafone retail outlets penetration into the market. Mainroad is densely populated area and many school and colleges are situated at this locality and the students of these educational institution contributes a large share of Vodafone Sim-card activation and recharge because of Vodafone strong pricing strategy in terms of Sim-card activation as well as recharge value and talk time. The major reasons behind the fact as to why Retailers have voted for Vodafone as having the best pricing is that presently Vodafone is having an edge over other operators because of its good offerings and customer schemes with new connection.
53
A Study on Retailer Satisfaction and opening new Vodafone retail outlets Jagannathpur, Nagri & Nayasarai
E top No Vodafone Others Pappu Watch 8051040603 15 15 Raja Stores 9709012170 14 18 Akash Gen Stores 9693457840(Personal) 20 25 Jharkhand Electronics 8877088948 4 6 Chotu Mobile Center 9534111208 15 30 Asad Mobile Center 8877088949 20 20 Monu Stores 9709093336 100 25 Sajit General Stores 9534001654 2 4 Rani Stores 9709161082 12 20 Nigar Enterprises 8877088943 60 35 Arif Stores 8877088946 5 10 Janta Electronics 970916460 20 15 Table3.1.(x): Jagannathpur, Nagri & Nayasarai status of Sim-card activation Name
Jagannathpur, Nagri & Nayasarai
Others 44%
Vodafone Vodafone 56% Others
Figure 3.1.(x) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Jagannathpur, Nagri & Nayasarai
It has been inferred from the given figure i.e Fig 3.1.(x), that Vodafone Sim-card activation captures 56% of the market at Jagannathpur,Nagri and Nayasarai area which is the best growing market for Vodafone. The reason behind this growth is most of the retailers interviewed were working on the given targets and schemes which boosted the sales as well as retailers satisfaction. There are no issues in the market.
54
A Study on Retailer Satisfaction and opening new Vodafone retail outlets Dhurwa Sec. 1 &2
Name E top No Vodafone Others Jaiswal Telecom 9709060585 10 100 Isha Phonex 9709060584 10 50 Verma Telecom 8051040952 3 18 Saraswati Medical 9534001761 3 20 Aryan Mobile Stores 8051045023 25 200 Shanti Medical 9534001759 30 250 Rita Fancy NA 4 19 Rohan Gen. Stores 8051040627 2 190 Aashu Gen. Stores 9709208146 1 16 Care Point Stores 9709060528 28 220 Kumar Gen. Stores 8877088722 2 10 Table3.1.(xi): Dhurwa Sec -1 & 2 status of Sim-card activation
Dhurwa Sec 1 & 2

Vodafone 10%
Figure 3.1.(xi) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Dhurwa Sec -1 & 2
As per the data collected it is observed in Fig 3.1.(xi), that Vodafone covers only 10% market share of Dhurwa Sector 1 and 2 as compare to other networks, which is not a good sign for the company. It is mainly because of two reasons i.e. infrequent visit of DSEs and very low network strength.
55
A Study on Retailer Satisfaction and opening new Vodafone retail outlets HB Road
E top No Vodafone Basusree 9534001678 0 9709060239 60 Navin Juice 9709161209 0 Digital Diviner 9709012356 30 Rajdhhani Enterprise 8051045116 5 Bhaskar Electricals 9709060212 8 Gupta Video 8051023167 10 Contact Point 7631005478 25 Smart Zone 9534001791 10 Table3.1.(xii): HB Road status of Sim-card activation Name Others 0 200 0 100 25 20 10 110 20
HB Road
Figure 3.1.(xii) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in HB Road
From the data in Fig 3.1.(xii), Vodafone captures 23% market in Sim-card activation as compare to other operator at HB Road area .The reason behind this decline was mainly because of no signage given as well as invalid Sim-card taken back but not returned.
56
A Study on Retailer Satisfaction and opening new Vodafone retail outlets Birsa Chowk, Latma & Singhmore
Name E-top No. Vodafone Others Anjali Mobile 9709161823 50 150 Jagriti Gen. Stores 8051040607 12 32 Variety Mobiles 7549096052 40 100 R. Mobile Zone 9709010133 40 80 S.K. Electronics 8051045051 23 56 Shri Radhey Pharma 9709020804 12 25 Maa Kali Electronics & Mobile 7549095680 12 60 Mobile.Com 7631017345 200 1200 Yummy Confectionary 8051042413 3 15 Deepak Stationary 7631005132 20 50 Kishu Gallery 9709156734 12 30 Manoj Stores 8877088726 5 25 Golu Message Point 9709060181 3 20 Naurang Stores 9534001755 5 29 Vicky General Stores 9709161284 5 12 Table3.1.(xiii): Birsa Chowk, Latma & Singhmore status of Sim-card activation
Birsa Chowk, Latma & Singhmore
Figure 3.1.(xiii) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Birsa Chowk, Latma& Singhmore
From the Fig 3.1.(xiii), it has been observed that Vodafone only covers 19% in Sim-card activation share at Birsa Chowk, Latma and Singhmore area as compared to other network services. The issues in this market are Delay in Sim-card activation, DSE infrequent visit and no POP material given which reduced the visibility of Vodafone at
57
A Study on Retailer Satisfaction and opening new Vodafone retail outlets retailers counter resulted in fall in sales. Hatia Chowk, Tupudana & Satranji
Name E-top No Vodafone Others Kanak Phonex 9709060470 40 160 Friend Communication 8877088715 20 35 Dev Mobile (New Shop) 9122266562 0 5 Rohit Pan Dukan PV NA NA Prem Party Zone 9709060464 5 15 Madhur Yatra 8051041219 35 47 Kumar Agency PV NA NA Harsh Electronic s 9709060481 40 100 Akansha Xerox 9534115351 0 10 Harshit Tele 9709067661 4 15 Rajeev Communication 9709060477 4 5 Asha General Stores 9709161289 8 150 Rajiv Stationary 7549096057 5 0 Table3.1.(xiv): Hatia Chowk, Tupudana & Satranji status of Sim-card activation
Hatia Chowk, Tupudana & Satranji
Figure 3.1.(xiv) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Hatia Chowk, Tupudana& Satranji
As per the Fig 3.1.(xiv), it is observed that Vodafone has 23% market share in Hatia Chowk , Tupudana and Satranji area in Sim-card activation as compared to others operators . The reason for the less number of activation is again no POP materials given.
58
A Study on Retailer Satisfaction and opening new Vodafone retail outlets Pathalkudwa & Kantatoli
Name A.R. Mobile.com Orbit Hind Agency Mobile Mart Agarwal Phonex Food & Food Zee paybooth E-Top No 7549095802 8051042677 9709295699 8051041141 9709060196 9709076890 9709060196 Vodafone 35 10 10 10 40 23 40 Others 100 40 0 200 400 290 400
Table3.1.(xv): Pathalkudwa & Kanta Toli status of Sim-card activation
Pathalkudwa & Kanta Toli

Figure 3.1.(xv) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Pathalkudwa & Kanta Toli
As per the data in the Fig 3.1.(xv), it is observed that Vodafone has 11% market share in Sim-card activation at Pathalkudwa and kantatoli area as compared to other operators. It is basically because of DSE infrequent visit in the area which leads to delay in Sim-card activation which resulted in less Sim-card activation as well as dissatisfaction among retailers.
59
A Study on Retailer Satisfaction and opening new Vodafone retail outlets Ratu Rd, Pandra & Piska More
Name Kalika Stores Sudha Stores Durga Cyber Caf Digital Home Mobile World Wananchal Stores Sringar Megha Vikash Communication Radha Medical Hall Kanhaiya Puja Bhandar Ritika Computer Ganpati Telecom Masoom Mobile Zone Maa Gayatri Stores Sanjay Gen. Stores Vanshi Mobile Stores E-Top No 9709012280 9709093337 9709060061 9709161089 9709060055 7631006209 9709060039 9709060054 9534001987 9709060050 9709060056 9709060049 9709161157 9534001934 9570003276 9709060099 Vodafone 30 10 3 10 100 25 10 15 5 4 10 8 10 10 4 20 Others 70 30 13 45 250 75 60 20 40 18 50 40 70 50 30 120
Table3.1.(xvi): Ratu Road, Pandra & Piska More status of Sim-card activation
Ratu Road, Pandra & Piska More
Figure 3.1.(xvi) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Ratu Road, Pandra & Piska More
60
A Study on Retailer Satisfaction and opening new Vodafone retail outlets Fig 3.1.(xvi) shows that, Vodafone captures 22% of the market in Sim-card activation at Ratu Road, Pandra and Piska More area. The issues we confronted in this area were, POP materials not given to some of the retailers which have reduced visibility at retailers counter otherwise there do no issues exist in the market.
61
A Study on Retailer Satisfaction and opening new Vodafone retail outlets Namkum, Tatisilwai, Lowadih
Name Angel Telecom Manoj Shoppe S K Enterprises Agarwal Stores Stores & Stores Anand PCO Mobcom Veena Pustakalaya Unique Dial Point Om Trading Ayush Communication Sampark Mobile E-Top No 9709192191 9709087342 9709192682 9709161231 8051042471 8051042679 9504171987 9709060229 9709060316 9470919551 9709060228 9709161249 Vodafone 3 3 6 8 6 4 3 150 20 6 50 20 Others 400 5 16 20 15 12 10 400 50 16 150 300
Table3.1.(xvii): Namkum, Tatisilwai & Lowadih status of Sim-card activation
Namkum, Tatisilwai & Lowadih

Vodafone 17%
Figure 3.1.(xvii) : Chart showing Counter Share of Vodafone in terms of Sim-card activation in Namkum, Tatisilwai & Lowadih
As per the figure 3.1.(xvii) given above, Vodafone has 17% market share in Sim-card activation at Namkum, Tatisilwai and Lowadih area. The most important reason behind this small market share is, POP materials not given as well as less number of Vodafone retailer in the area, it may be because of the distance from the main town
62
3.2: Counter share In terms of Recharge

LOCATION Lalpur, Dangra Toli Ashok Nagar, Kadru, Argora Karam Toli, Bariatu Booty More, Dipa Toli Irba & Ormanjhi Kanke, Gandhi nagar Morabadi Kokar Main Road Jagannathpur, Nagri, Nayasarai Dhurwa Sec. 1 &2 HB Road Birsa Chowk, Latma, Singhmore Hatia Chowk, Tupudana, Satranji Pathalkudwa, Kantatoli Ratu Rd, Pandra, Piska More Namkum, Tatisilwai, Lowadih Vodafone 472000 190500 684000 117000 190000 858500 268000 283000 159000 241000 164000 287000 230000 236000 136000 219000 294500 Others 1800000 1180000 3075000 712000 1005000 1563000 1425000 1160000 878000 503000 1080000 1061000 1385000 943000 640000 1355000 903000 % share 21 14 18 14 16 35 18 20 15 32 13 21 14 20 18 14 24
Table 3.2.(i). Counter Share in terms of recharge As the data above reveals, certain areas in the city of Ranchi is doing good business if I compare them with the performance of other area i.e. Kanke and Gandhi nagar seems to be heading the chart with more than 8.5 lac followed by Karam Toli and Bariatu with more than 6.8 lac and Lalpur, Dangra Toli with more than 4.7 lac in terms of business. Rest of the areas which have dominance of other operators, falls between 1.5 lac and 3 lac. This could be perhaps due to the influence of certain factors which is responsible for good and average business in respective areas i.e. availability of recharge coupons, foot falls, signages, DSE infrequent visit, Sim activation problem etc. Areas such as Kanke and Gandhi nagar which are doing good business have no issue as such; availability of recharge coupons and DSE infrequent visit was not an issue in those areas. Also in area of Karam toil and Bariatu seems to be very sound in term of no issues. Whereas area like Xavier Institute of Social Service, Ranchi
63
A Study on Retailer Satisfaction and opening new Vodafone retail outlets Lalpur and Dangra Toli has little problem coping with other issue of DSES infrequent visit and signages problem, because of this the number of foot fall was less and awareness was also low among the people. Other areas where the business seem to be comparatively low,70 to 80 % of retailer complained about DSEs infrequent visit and signages problem was the major issue. Despite several knock, no action was taken in this regard. Also the factors like strong presence of competitors in the market deter Vodafone to make their presence in present market with major counter share. In term of percentage we see that Kanke, Gandhi nagar is still ahead of all, with market share of 35% in that area, followed by Jagannathpur, Nagri, Nayasarai with 32% and beat like Namkum, Lowadih and Tatisilwai has captured market share of 24% followed by Lalpur, Dangra Toli and HB Road with 21% each, which is more than 20% in term of counter share. Rest of area is again toiling hard to expand in market share which is seen to be between 14% and 20% in market share.
64
3.3: Availability of fast moving vouchers i.e10, 15, 30 & 44
AREA LALPUR, DANGRA TOLI & CIRCULAR RD ASHOK NAGAR, KADRU, ARGORA KARAM TOLI, BARIATU BOOTY MORE, DIPA TOLI IRBA & ORMANJHI KANKE, GANDHI NAGAR MORABADI KOKAR MAIN ROAD JAGANNATHPUR, NAGRI, NAYASARAI DHURWA SEC-1 & 2 HB ROAD BIRSA CHOWK, LATMA, SINGHMORE HATIA CHOWK, TUPUDANA, SATRANJI PATHALKUDWA, KANTA TOLI RATU ROAD, PANDRA, PISKA MORE NAMKUM, TATISILWAI, LOWADIH TOTAL
10 466 43 347 57 41 365 274 200 144 70 93 160 89 364 137 174 410 3434
15 377 131 357 90 284 466 460 830 159 392 238 169 360 476 132 313 487 5721
30 425 82 335 66 101 242 187 160 159 89 71 181 185 207 141 315 217 3163
44 423 106 312 26 59 464 160 205 176 75 79 175 68 247 149 264 523 3511
Table 3.3.(i). Availability of fast moving vouchers i.eRs.10, 15, 30 & 44
65
A Study on Retailer Satisfaction and opening new Vodafone retail outlets After analyzing the data collected it is found that that availability of paper voucher is highest in the Namkum, Tatisilwai, and Lowadih, followed by Kanke, Gandhi Nagar and Lalpur, Dangra Toli area. The reasons of higher availability are mentioned below: The higher frequency of DSE visits and The retailers willingness to keep paper voucher especially voucher of 44(many retailers prefer to recharge by E- top Sim due to higher margin). During the survey it is found that many retailers prefer to keep paper vouchers of 10, Rs.15, 20, and 30 but not 44. They dont want to block their money in Rs.44 voucher as the movement of that denominator voucher is less compared to other small amount recharge voucher. It is also found that DSEs are somewhat responsible for the availability of paper coupon, availability of paper coupon is directly related to the visit of DSE; some retailers complained that they do not get the paper voucher on regular basis because the DSEs dont visit them regularly.
66
3.4: Signage availability

Signage plays a very important role in terms of attracting customers and is directly responsible for foot fall in the retail stores. Most of the information regarding the companys new scheme, tariff, MNP and different products which are floating in the market can be easily drawn from these signages. The survey was conducted in 203 retail stores situated in Ranchi and out of these 203 retail stores, 105 retail stores were well equipped with signages at proper place and rest 98 retail stores were struggling to get adequate signages. After being continuous knock, feeble heed were taken. Because of inadequate action taken by the company, these 98 retail stores had to suffer loss in terms of customer and business. I have mentioned that these signages are very important from the business point of view.
AREA Lalpur, Dangra Toli Ashok Nagar, Kadru, Argora Karam Toli, Bariatu Booty More, Dipa Toli Irba & Ormanjhi Kanke, Gandhi Nagar Morabadi Kokar Main Road Jagannathpur, Nagri, Nayasarai Dhurwa Sec. 1 &2 HB Road Birsa Chowk,Latma, Singhmore Hatia Chowk, Tupudana, Satranji Pathalkudwa, Kantatoli Ratu Rd, Pandra, Piska More Namkum, Tatisilwai, Lowadih ADEQUATE 7 7 11 6 4 12 4 4 5 10 4 6 5 3 2 8 7 INADEQUATE 10 5 7 2 5 4 4 6 5 2 7 3 10 10 5 8 5
Table3.4.(i): Availability of signage at different locations in Ranchi
67
Signages
Inadequate 48%
Adequate 52%
Adequate Inadequate
Fig 3.4(i): Availability of Signage
In the Fig 3.3(i),we observe that stores with signages is approx. 52% and that of stores with inadequate signages contributes to approx. 48% of total outlet, thereby making difference of only 4% . This data specifies that stores with both adequate and inadequate signages are nearly the same, which counts to approx. 50% each. This means nearly half the stores in Ranchi is doing their business with inadequate signages. There are many stores who are heavily into the business of easy recharge/selling coupons of many operators. As every operator wants their signs boards to be placed only in those shop where number of footfalls is maximum, it has been observed that many retailer were cajoled to keep sign board of respective operator in prime position by offering something extra or lucrative.
68
3.5: Report on newly opened Vodafone retail counter and prospects.

3.5.1: VODAFONE SUMMARISED REPORT RANCHI ZONE LOCATION VISITS PROSPECTS Lalpur, Dangra Toli, Circular Rd 9 7 Ashok Nagar, Kadru, Argora 7 6 Karam Toli, Bariatu 10 8 Booty More, Dipa Toli 11 9 Irba 8 7 Ormanjhi 1 1 Kanke, Chandni Chowk, Gandhi Nagar 10 9 Morabadi 3 3 Kokar 7 7 Main Road 7 7 Jagannathpur, Nagri, Nayasarai 9 9 Dhurwa, Sec - III, Sec - II (HEC Area) 11 9 HB Road 5 5 Latma 6 6 Singhmore 7 7 Hawai Nagar 1 1 Hatia Chowk 16 15 Tupudana, Satranji 8 8 Argora, Hehal, Itki 10 10 Ratu Rd, Piska Pandra 6 6 Namkom, Lowadih, Tatisilwai 7 4 TOTAL 159 144 Table 3.5.(i): Vodafone Summarized report: Ranchi Zone CONVERSIONS 2 1 2 2 1 0 1 0 0 0 0 2 0 0 0 0 1 0 0 0 3 15
VODAFONE Summarised Report Ranchi

CONVERSIONS 9% PRSOPECTS PRSOPECTS 91% CONVERSIONS
Fig 3.5.(i): Chart Showing Vodafone Summarized report: Ranchi Zone
69
A Study on Retailer Satisfaction and opening new Vodafone retail outlets As per the figure, it is observed that I had almost covered every area of Ranchi, because it was very important for me to cover most of the areas so as to find out any potential location for opening new Vodafone retail counters. During the survey, I also gathered information about all those people who were interested in opening new Vodafone retail counters. As it can be observed from the data that 159 retail shops in Ranchi were visited, which is later on converted into prospects with the help of consistent follow up done by me. I had to give the details of those prospects who were interested to open new Vodafone retail outlet to the concerned Area Sales Manager. As it can be seen in the data collected that out of 144 prospects only 15 retailers were actually converted into new Vodafone retailers as far as the data is concerned because it might have happened that after consistent follow up, they might be converted later, with the help of concerned DSE of respective areas.
Issues
1. There was a serious issue of encroachment existed in the market at that time which was a big hindrance for us because many retailers were interested to open Vodafone retail outlet but they postponed it for later. 2. Proper Identification proof was not available with most of the retailers which delayed the whole process of opening a new retail outlet. 3. Poor response from the concerned DSE. 4. Proper stamp was not available with the retailers. 5. As a researcher, I found that there are some retailers in the market who doesnt want anybody to open retail outlet nearby their retail counter because it will reduce their profitability and erode their customer base. 6. There are some distributor exist in the market who doesnt want any new retail outlet in their territory because it will increase their DSE visit at new counters.
70

3.5.2: VODAFONE SUMMARISED REPORT JAMSHEDPUR ZONE
LOCATION VISITS PROSPECTS CONVERSIONS Adityapur I 13 7 6 Adityapur II 1 0 1 Sonari 14 8 6 Jugsalai 1 0 1 TOTAL 29 15 14 Table 3.5.(i): Vodafone Summarized report: Jamshedpur Zone
VODAFONE Summarised Report Jamshedpur

CONVERSIONS 48%
PROSPECTS 52%
PROSPECTS CONVERSIONS
Fig 3.5.(ii): Chart Showing Vodafone Summarized Report: Jamshedpur Zone
As it is clear from the above table and pie chart that I had covered four areas of Jamshedpur in which I had visited 29 retail shops out of which 15 were prospects and 14 were finally converted into Vodafone retailers. I was given different areas of Jamshedpur, especially those areas where there is a scope of opening new retail outlet. Here I worked independently because I was provided with new E-Top Sim whereby any retailer who is interested to become Vodafone retailers can get his E-top Sim without much delay after submitting all required identification proof.
71
Issues
1. I observed that DoCoMo and Tata Indicom is a market leader in Jamshedpur because of their network coverage in the city. 2. Vodafone as a late entrant has low network coverage in some of the areas because it is difficult for them to establish there tower on Tatas lease land. 3. I observed that there is a mutual understanding among retailers i.e. if somebody nearby his retail shop is already engaged in the same kind of business then he usually avoid to open new retail outlet because it will erode their relationship as well as it will be not beneficial for both of them. 4. I also observed in some of the areas that those retailer who pays rent for their retail shop has got very strict instruction from their landlord that if somebody is already engaged in the same business in the same raw of retail shops, then other retailers are not allowed to engaged in the same kind of business .
72

3.5.3: VODAFONE SUMMARISED REPORT PATNA ZONE
LOCATION Gola Rd Ram Jaipal Rd Khagaul, Shaguna More Danapur, Takiapar Digha Kurji Patna City Bhoot Nath Rd ( Kankarbagh) Hanuman Nagar Rd (Kankarbagh) TOTAL
VISITS 5 3 3 1 6 2 34 14 1 69
PROSPECTS 3 1 2 1 5 1 18 9 1 41
CONVERSIONS 2 2 1 0 1 1 16 5 0 28
Table 3.5.(iii): Vodafone Summarized Report: Patna Zone
VODAFONE Summarised Report Patna
CONVERSIONS 41%
PROSPECTS 59%
PROSPECTS CONVERSIONS
Fig 3.5.(iii): Chart Showing Vodafone Summarized Report: Patna Zone
As it has been interpreted from the above figure that I had covered 9 areas of Patna in which I had visited 69 retail shop out of which 28 were actually converted into new Vodafone retailer and rest were prospect who were interested to open new retail outlet but could not due to various reason i.e. Identification proof and stamp in prescribed
73
A Study on Retailer Satisfaction and opening new Vodafone retail outlets format were not available with the retailers. In Patna also, I was given different areas to open new Vodafone retail outlet. I found that there is a huge scope for Vodafone to open new retail outlet because there are many potential and underserved areas existing in Patna where Vodafone can increase their number of outlets for greater market penetration. Issues: 1. As per my observation, Patna is predominated by Reliance CDMA and GSM service which usually motivate retailers to become Reliance retailer as compared to Vodafone retailer because of huge Reliance customer base. 2. Poor DSE response in some areas resulted in retailer dissatisfaction and closing of Vodafone retail outlet.
74
Chapter 4: Conclusion
Now taking into account the observation and findings and considering the parameters set in the questionnaire it can be concluded that out of the seven essential parameters: 1. E-Top No. and its Balance. 2. Average Monthly Sim-card activation as compare to other operators by every retailer of the respective areas. 3. Average Customer recharge as compare to other operators, from the same source undertaken. 4. Recharge Vouchers available (44, 30, 15, 10) with the retailers 5. Signage available to the retailers 6. Frequency of DSE visits in a week 7. Retailer issues (any issue). On all these aspects, Vodafones performance is appreciable. But, in order to retain and at the same time, improve on its current state of business, more efforts and initiatives needs to be taken.
From the observation and the findings of the survey it came out clearly that the retailers play a very crucial role in acquiring customers by influencing them to avail the service of their choice.
It also comes out clearly that profit margin is not the only reason for which a retailer sells a particular brand but other aspects such as service quality, pricing of products and services, timely settlement of claims are equally important.
The survey also brings out clearly that even though Vodafone as a new entrant to this market has pretty well occupied the mind share of the retailers with its attractive pricing, quality service in terms of quick retailer claim settlement, good service
frequency and attractive retailer schemes.
75
A Study on Retailer Satisfaction and opening new Vodafone retail outlets However from the survey, it has been clearly derived that being a late entrant, Vodafone enjoys the faith and belief of retailers but there are still certain problem areas for them. A segment of retailers feel that there is frequent DSE replacements in case of Vodafone as a result of which the retailers are not able to build up a good bonding with them
Similarly another segment of the retailers feel that there is still a scope of improvement in the case of Vodafones distributor service. As it is a known fact that for retailers , the first point of contact is DSE who represent distributor, so any service on their part directly and proportionately affects the quality of service of distributor which ultimately earns a bad name for the company.
Another problem identified with Vodafone is the network availability in few areas, which is not as strong as other operators who have started their operations much before Vodafone. As a result, retailers do not feel confident enough to influence customers who need widespread network coverage within the state.
An another reason why retailers have ranked Vodafone second after Airtel, because of slow service and processing of documents, thereby causing harassment to both
retailers and customers in terms of time taken in verification, Sim delivery and activation.
So if these issues are being looked upon by the Vodafone, then there is strong possibility in the near future that Vodafone would certainly surpass all other competitors and would be preferred service provider for the retailer as well as the customer.
76
Chapter 5: Recommendations to Vodafone

After the completion of the whole survey and going through the observations and findings, I would like to put forward certain opinions from our end, which will definitely help Vodafone as a service provider to increase the satisfaction level of retailers. My recommendations are: Regarding sales frequency, Vodafone should try to increase the sales frequency of its DSE. As they are the one who represents the company in front of the retailers, so their regular visit highly impacts the behavior of the retailer and creates a better bonding between the retailer and company. Vodafone should try to increase the efficiency of its sales person. Proper training should be given to them where they should be told as how to improve relation with the retailers, become a good listener, perform their duties efficiently so that overall satisfaction level of retailers can be increased. Now regarding the Service Quality, Vodafone should try to improve its overall service quality by responding to the problems of retailers in time, by incorporating a more helping attitude, by providing fast service and having an empathetic look towards the retailers problem. There should be constant monitoring of the distributors activities as any lapse in duties from their end highly affects the retailers and bring bad name for the company. As from the survey it came to light that a lot of retailers are there who just because of lack of proper distributor service give away business to other rival service provider. Vodafone should try to stop frequent DSE change done by the distributors, which is not appreciated by the retailers. Because of high DSE churn retailers feel that they are not able to have a proper bonding with them which is most required to serve the customers well.
77
A Study on Retailer Satisfaction and opening new Vodafone retail outlets From the survey it also came to light that Vodafone is slow in processing (i.e verification, Sim-card delivery and activation) as a result of which retailers face harassment and do not feel motivated to influence customers for Vodafone. As a result of which lot of business for Vodafone actually turn towards other operators who provide fast processing. So Vodafone should also try to improve upon this factor. Vodafone as a new entrant in some areas of Ranchi should try to match the network availability with other operators operating within the state, in the absence of which retailers find it difficult to convince customers on the ground of network coverage.
78
Chapter 6: Limitations of the study:

The limitation of the study is that only Retailers from Ranchi i.e. the capital city of Jharkhand have been taken into account. In this survey only the view of retailers has been taken into account but, as I know, retailers behavior is at times monetarily motivated so some of the responses may be biased. However, the study has provided encouraging results and there is scope for deriving more information if a more rigorous study is conducted at District levels to cover the entire state. The sample size of 203 retailers is not sufficient to present the real picture, stating the satisfaction level of retailers. The problem of encroachment in Ranchi and Jamshedpur hindered the process of new retail outlet openings. As Questionnaire was provided by the company, research was confined to a certain extent. Time was also a limitation factor to get an insight into retailers satisfaction, because in this short span of time it is difficult to judge the retailers satisfaction. I randomly selected retailers at various prime locations in Ranchi, Jamshedpur and Patna for opening Vodafone retail outlet, as it was difficult for me to cover the entire city.
79
Bibliography
1. Communications in India. (2011, July 24). Retrieved July 24, 2011, from Wikipedia: http://en.wikipedia.org/wiki/Communications_in_India 2. Telecom Regularity of India. (2011, July 25). Retrieved July 25, 2011, from Wikipedia: http://en.wikipedia.org/wiki/Telecom_Regulatory_Authority_of_India 3. Vodafone Essar. (2011, July 26). Retrieved July 26 , 2011, from Wikipedia: http://en.wikipedia.org/wiki/Vodafone_Essar 4. Annual Report 2010. (2011, July 27). Retrieved July 27, 2011, from Vodafone: http://www.vodafone.com/content/annualreport/annual_report10/business/products-andservices.html
80
Annexures
Annexure A: Questionnaire Sample
RM Name
DSE Name
MD Name
AD Name
Ret Name
Etop No
Etop Balance
Avg Month Act/ Rech
Paper Coupon Avlb
Signages
Issues
Ret Name
Etop No
Etop Balance
Avg Month Act/ Rech
Paper Coupon Avlb
Signages
Issues
Ret Name
Etop No
Etop Balance
Avg Month Act/ Rech
Paper Coupon Avlb
Signages
Issues
81
Annexure B: Detailed Calculations

1. Counter Share of Vodafone: Sim-Card Activation Counter Share % =
2. Total Sim-Card Activation = Vodafone Activation + Others Activation
3. Counter Share of Vodafone: In terms of Recharge Counter Share % =
4. Total Recharge = Vodafone Recharge + Others Recharge
5. Availability of fast moving vouchers i.e Rs. 10, Rs.15, Rs.30 & Rs.44 % share of each denomination =
6. Conversion Percentage
82
Annexure C: Newspaper article regarding Vodafones MNP additions
83

Ashwani File

Diunggah oleh

Informasi Dokumen

Hak Cipta

Format Tersedia

Bagikan dokumen Ini

Bagikan atau Tanam Dokumen

Opsi Berbagi

Apakah menurut Anda dokumen ini bermanfaat?

Apakah konten ini tidak pantas?

Hak Cipta:

Format Tersedia

Ashwani File

Diunggah oleh

Hak Cipta:

Format Tersedia

A Study on Retailer Satisfaction and opening new Vodafone retail outlets

Xavier Institute of Social Service, Ranchi

A Study on Retailer Satisfaction and opening new Vodafone retail outlets

Ashwani Kumar Pathak

Xavier Institute of Social Service, Ranchi

A Study on Retailer Satisfaction and opening new Vodafone retail outlets

Xavier Institute of Social Service, Ranchi

A Study on Retailer Satisfaction and opening new Vodafone retail outlets

Xavier Institute of Social Service, Ranchi

A Study on Retailer Satisfaction and opening new Vodafone retail outlets

Xavier Institute of Social Service, Ranchi

Zone..71 Fig 3.5.(iii): Chart Showing Vodafone Summarized Report: Patna

Xavier Institute of Social Service, Ranchi

A Study on Retailer Satisfaction and opening new Vodafone retail outlets

Xavier Institute of Social Service, Ranchi

A Study on Retailer Satisfaction and opening new Vodafone retail outlets

Xavier Institute of Social Service, Ranchi

A Study on Retailer Satisfaction and opening new Vodafone retail outlets

Xavier Institute of Social Service, Ranchi

Xavier Institute of Social Service, Ranchi

A Study on Retailer Satisfaction and opening new Vodafone retail outlets

Vodafone 4046 units Other Telecom Players 15285 units

In terms of recharge, Vodafones counter share is 20%

Vodafone - 5110500 Other Telecom Players 20858000

Xavier Institute of Social Service, Ranchi

A Study on Retailer Satisfaction and opening new Vodafone retail outlets

Xavier Institute of Social Service, Ranchi

A Study on Retailer Satisfaction and opening new Vodafone retail outlets

Chapter 1: Telecom Sector in India [1]

1.2: Introduction of the telephone

Xavier Institute of Social Service, Ranchi

1.3: Chronicles of Telecom Sector in India.

Xavier Institute of Social Service, Ranchi

A Study on Retailer Satisfaction and opening new Vodafone retail outlets

1.4: Modern growth

1.5: Introduction of Telecom Regulatory Authority of India (TRAI) [2]

Xavier Institute of Social Service, Ranchi

A Study on Retailer Satisfaction and opening new Vodafone retail outlets

Xavier Institute of Social Service, Ranchi

Xavier Institute of Social Service, Ranchi

A Study on Retailer Satisfaction and opening new Vodafone retail outlets

Chapter 2: Company Profile

Xavier Institute of Social Service, Ranchi

Xavier Institute of Social Service, Ranchi

Xavier Institute of Social Service, Ranchi

Xavier Institute of Social Service, Ranchi

A Study on Retailer Satisfaction and opening new Vodafone retail outlets

2.2: Current Operations [4]

Comprehensive smartphone range, including the iPhone, BlackBerry Bold and

Xavier Institute of Social Service, Ranchi

Xavier Institute of Social Service, Ranchi

Xavier Institute of Social Service, Ranchi

A Study on Retailer Satisfaction and opening new Vodafone retail outlets

Xavier Institute of Social Service, Ranchi

A Study on Retailer Satisfaction and opening new Vodafone retail outlets

2.3: Brand and Distribution

Xavier Institute of Social Service, Ranchi

A Study on Retailer Satisfaction and opening new Vodafone retail outlets

2.4: DISTRIBUTION AND CHANNEL OF SALES AT VODAFONE

Figure 2.4.(i) : Distribution Channel of Vodafone

Xavier Institute of Social Service, Ranchi

A Study on Retailer Satisfaction and opening new Vodafone retail outlets

2.5 Managerial Problem

2.6: Research Problem